As an experienced Eloqua expert, I’m often asked what else to explore beyond email marketing. If you’re new to Eloqua, welcome to Eloqua Essentials—the features that will take you far beyond email marketing with ease. Many users initially get stuck treating email as a simple checkbox, but Eloqua offers so much more. Here’s the real checklist to unlock its full potential.

Forms

I could easily dedicate an entire article or spend hours on a call discussing Eloqua forms, and it still wouldn’t cover everything. Why? Because Eloqua’s forms are incredibly powerful, allowing you to build custom processes tailored to your needs and those of your customers. Whether it’s for event registrations, subscriptions, unsubscriptions, RFPs, or quick surveys—if you can imagine a form, you can probably create it in Eloqua.

As a user, you’ll benefit from a complete overview of your contacts’ engagement, consent status, and fully customizable data, customer journeys, and even design. The forms can be embedded seamlessly into your website as HTML components with the flexibility to be enhanced using CSS or JavaScript—all within one platform.

Seamless Integration with Your CRM and Other Tools

Anyone in digital marketing understands the importance of an integrated martech stack for transparency and efficiency. Eloqua offers native integration with a wide range of marketing tools to streamline campaign creation processes. Take CRM as an example: from updating contact data and assigning campaigns to lead creation and task assignment, Eloqua can push data seamlessly to your CRM. Plus, a single Eloqua instance can integrate with multiple CRMs without requiring any middleware, ensuring centralized governance and preventing customers receiving too many messages simply because their information resides in multiple CRMs.

These are just the basics. You can also sync newly created leads or contacts along with their full digital footprint, or assign members to a specific campaign. If contact data is updated in your CRM, no need to worry—Eloqua’s integration app automatically sync the changes, keeping your data consistently up-to-date.

Event Management

Events are prime occasions for generating new leads and opportunities. During an event, companies showcase their top products or services, engage with current clients, and, of course, generate new leads. It’s essential to capture this data properly in both your marketing automation platform and CRM. For marketing, it’s crucial to know whether clients have registered and to guide them through the appropriate customer journey. For sales, it’s important to follow up with the leads and opportunities when they are still hot.

With Eloqua, you can handle it all—event registration forms, customer journeys, synchronization, and proper data mapping. It’s a bridge for marketing and sales to work together towards the shared goals.

Dynamic Segmentation and Personalization

We all know that “one size fits all” is rarely the best approach. Relevancy is core to delivering value to digital marketing subscribers, and segmentation and personalization are two of the major strategies for creating it. It’s essential for your subscribers and clients to receive personalized communication tailored to their needs and preferences, whether that’s their salutation, preferred time for communication, or other details.

At the same time, we as senders need to build targeted audiences based on attributes such as titles, industries, locations, and more. With Eloqua, you can easily create dynamic segments to meet these needs—no coding, no SQL, no Excel files. Everything is in one place.

Lead Scoring

“Quality over quantity” perfectly describes lead scoring. 20 highly engaged, qualified leads are far more valuable than 100 cold ones who don’t meet your business goals. Eloqua allows you to build precise and flexible lead scoring models.

The challenge lies in the initial setup. It requires analyzing your current client data and working with your sales team to identify the ideal prospect profile. The best part? You can adjust your criteria on the fly as new insights emerge. These top five features are just a glimpse into Eloqua’s potential. There’s so much more, and I look forward to sharing more with you.

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